BOSIDENG Flagship Store (Sanlitun, Beijing)

As a global leader in down jacket market, BOSIDENG has unveiled its retail space in the heart of Sanlitun, an iconic fashion destination in Beijing. This new flagship store serves as a key landmark for engaging with avant-garde fashion consumers and redefining the brand's identity.
The store follows a unique design concept, centered around the theme "Relentless Journey Toward Dream Peaks." The space unfolds through four narrative chapters, reinterpreting BOSIDENG's brand spirit and visual symbols as the "Ice and Snow Loong" and "Three Poles," creating a retail space where the future and the extreme converge.
The store pays homage to the spirit of conquering peaks. Its design incorporates the aesthetics of polar expedition, utilizing a modern design language to sculpt the textures of Mount Everest, mimicking real rock formations and snow layers. The all-glass facade, complemented by sleek metal lines, reveals a modern and futuristic feel.
The "loong," symbolizing the spirit of the Chinese nation, is deeply intertwined with the BOSIDENG's brand genes. Depicting the "loong" from a global perspective, its flowing whiskers and radiant scales come to life with traditional Chinese relief techniques, imbuing the jade loong with vitality. This creates a unique visual system that reinforces BOSIDENG's cultural identity as a homegrown Chinese brand, while enhancing its visual recognition in the urban landscape. Additionally, the cloud effect on the gradient glass facade evokes a sense of ice and snow fantasy.
The interior design continues the facade's visual language, drawing inspiration from natural landscapes such as Mount Everest and the North and South Poles. These elements are seamlessly integrated through a well-organized layout, creating an atmosphere that invites customers to explore the unknown and embrace the natural world. This immersive environment stirs courage and determination, reinforcing the brand's ethos: "Aim Higher, be First."
The store also features Arctic and Antarctic glacier-themed spots, with gradient lighting simulating the blue glow of ice cracks, creating a dramatic polar atmosphere and offering a unique photo backdrop for customers.
The contour lines and text on the entrance window's back panels effectively communicate the functionality of the Dengfeng Collection.